A product-less commercial questioning perceptions of beauty that started as a viral video on the Internet won the top trophy at the advertising industry's version of the Oscars on Saturday night.

The Evolution ad landed a Grand Prix best commercial award ahead of a Coca-Cola videogame and Pfizer Viagra commercial, which both picked up Gold Lion trophies at the industry's biggest annual awards ceremony.

The Evolution ad was created by the Toronto office of advertising agency Ogilvy & Mather for Anglo-Dutch consumer products group Unilever.

"It is interesting that this particular piece of film actually started as a viral video on the Internet," said Bob Scarpelli, who headed the 22-member voting jury.

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